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Apple has reportedly started to remove titles from its App Store that it determines are "overtly sexual." This supposedly comes in response to "numerous complaints" from customers about sexual content on the App Store, and came to light this week after John Atherton (aka ChilliFresh), got a rejection letter from for his "Wobble iBoobs" app.

TechCrunch's Jason Kincaid picked up the story after being alerted by Atherton, and did some careful research for his report. Kincaid found that many apps with titles suggesting adult content (e.g. “Beautiful Boobs”, “Sexy Girls Uncovered”, and “Sex Strip”) remain available for download, while some others such as “Exotic Positions” and “Sexy Women” now give errors when you try to download them. Despite the fact that "Wobble iBoobs (Premium Uncensored)" - which allows users to add "jiggle points" to photos - has been available for over six months, hasn't been changed or updated in all that time, and has been downloaded over 970,000 times, Apple has only now determined that it is not "suitable for distribution." According to the letter Atherton received, the ban is due to complaints Apple has received.

The App Store continues to evolve, and as such, we are constantly refining our guidelines. Your application, Wobble iBoobs (Premium Uncensored), contains content that we had originally believed to be suitable for distribution. However, we have recently received numerous complaints from our customers about this type of content, and have changed our guidelines appropriately.

We have decided to remove any overtly sexual content from the App Store, which includes your application.

Thank you for your understanding in this matter. If you believe you can make the necessary changes so that Wobble iBoobs (Premium Uncensored) complies with our recent changes, we encourage you to do so and resubmit for review.

Sincerely,
iPhone App Review

Apple has come under fire in the past for what some have seen as overly heavy-handed policies regarding adult content. A dictionary app was rejected because users could look up dirty words considered "objectionable content which is in violation of Section 3.3.12 from the iPhone SDK Agreement." After repeatedly taking words out of the English dictionary and resubmitting the app, the developer finally gave in and accepted a 17+ rating so that the app could be acceptable under Apple's guidelines.